Best Western International is planning to re-invent itself with a new name and logos, plus the addition of a new affordable boutique hotel brand.
Best Western Hotels and Resorts, as it will be called, has been around for 69 years and will soon debut a new contemporary master brand logo for the first time since 1993.
It will also introduce a new boutique hotel brand called GL?, the company’s CEO David Kong revealed at the company’s annual conference in Honolulu this week.
The changes are to signify Best Western’s evolution as a company, as Kong explained to USA Today. "We are very much a different company today and if we maintain our current logo or do minor tweaks, it wouldn’t do us justice," says Kong, who has been CEO since 2004. "We wanted to signal something exciting and different."
Now in addition to the brand’s Vib, plans for which were unveiled last year, Best Western’s new GL? brand will be aimed at the midscale market and targeted at the younger traveller.
The hotels will try and attract the Millennials and will be new constructions instead of conversions of older buildings.
They will primarily be located in secondary cities with high population density and first launched in the US, before a potential roll out in the UK.
Kong says the GL? hotels will include a glowing blue scarf on the side of the building, called a ‘lite brite’ wall, to greet guests.
Each property under the GL? umbrella will have 70 bedrooms over four stories, with each bedroom being home to multi-functional furniture to maximise space.
Ron Pohl, senior vice president of brand management for Best Western, said that the midscale boutique hotel market is one that not many other companies are penetrating.
Rates are expected to be around $90 (around £60) and each room will cost around $65,000 (£43,000) to build.
In addition to changing its name and logo, the company is also re-doing its website and has already introduced new mobile applications.